Mapping the

Services
Client Journey Mapping

It helps you understand the

citizen’s journey from thestart
to the end of a transaction.
It is a useful tool for
understanding how a citizen
uses your service.
 Determine Customer
Requirements

• A customer is any person or

organization that receives a product
or service from our work activities

• Understand how customers define

their needs and expectations
VOC – wants or needs from your products and services
of the customers

Module 1: Measurement of Lean Metrics

 The Voice of the Customer
Types of VOC
• Complaints
• Compliments
• Contract cancellations
• Customer referrals
• Defects
Sources of VOC
• Interviews
• Focus group discussions
• Surveys
• Feedback
• Customer behavior observations
Module 1: Measurement of Lean Metrics
 Client Journey Map
Time
Descriptions of Steps Type Distance Client’s
(mins/ hours) Cost
of Channel (steps/ Emotio Pain Points
(Pesos)
Step meters) n
Client’s Actions Agency’s Actions C A

5
Steps or Touchpoints
Reading about the service’s process and
requirements

Clients’ interactions with Filling up the online form

your service before,during,
or after the actual process Submitting the payment

Receiving the document

Steps or Touchpoints

TOUCHPOINT
Submission of documents
These include ACTIONS
done by both the client and CLIENT’S AGENCY’S
ACTIONS: ACTIONS:
the agency’s staff during a
touchpoint or step Submit document Review document,
to the staff at the provide client with
counter a receipt
Types of Steps
TYPES OF STEPS
Operation
Operation: A step where the part, material or
product is usually modified or changed Transportation

Transportation: Movement of documents, Inspection

workers, equipment, etc. from one place to Delay
another
Storage
Inspection: Review and approval, check for
quantity and quality
Delay: Waiting period in the process or an object
is put aside untilrequired
Storage: Material is retained for future
reference/use
Channels

The platform wherethe

interaction takes place

● Office
● App (Web-based, Mobile)
● Kiosk
● Service Desk
Time Distance
The number of minutes, hours, Measures how far one hasto
or days it takes to complete a travel to complete a task or
task. process
Examples: Examples:
Organization: time to approve Organizations: from the counterto
a document signatories’ desks
Client: time queuing, traveling,and Clients: from their residence to the
fulfilling documentary agency’s office
requirements
Cost

Fees for the service and indirect

costs (e.g., travel, printing,
communications, fees for other
documentary requirements)
 Measuring Processes and
Transactions’ Turnaround Time
A time and motion study breaks
down a service into its individual
tasks to determine:
● The amount of time needed to
complete a task
● Themost efficient way to
complete a task

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Process Chart
Represents the sequence of operations in a service which helps
to transform Inputs into Outputs.
Data includes:
● Time for operations performed
● Operator time
● Cost
● Production data
● Time allowances
● Distance moved
Process Chart
Helps teams identify and break
down the steps from the first
interaction in availing theservice
until completion (end-to-end
transaction). It includes:
● Processing time
● Queuing time

Data gives a glimpse of the

wastes and delays
 Measuring Distance
Shows the accessibility and
efficiency of a service.
Allows teams to identifyand
eliminate inefficiencies.
Accessibility: How far a client
has to travel to avail of public
services
Efficiency: How far documents
and staff travel to complete
internal tasks
 Cost
Identifying costs gives agencies an
idea of the total amount a client
spends in availingtheir service

The goal is also to reduce the

financial burden of citizens in
availing public services and
provide quality services whichare
worth their money.

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 Types of Costs
Transaction Costs: Cost incurred by the client in availing a service.
● Primary Transaction Costs/Fees: Fees declared in the
Citizen’s/Service Charter (e.g., ID application fees, registration
fees)
● Other Transaction Costs/Fees: Also known as administrative
costs, these are costs or fees to obtain supporting information
from another agency (e.g., birth certificates to secure passports,
printing costs)
Types of Costs
● Substantive Compliance Costs: The incremental costs are other than
administrative costs incurred by the transacting public to
comply with a regulation, such as implementation costs, direct
labor costs, overhead costs, equipment costs, material costs, and
external service costs (e.g., purchase of early warning devices for
vehicle owners, expenses in the installation of accelerograph for
buildings with 10 floors and up, costs in the maintenance of
waste disposal systems forestablishments).
Emotions
● Humans also makedecisions
based on their emotions
● Excellent service delivery
maximizes positive emotions
and minimizes or eliminates
negative emotions
Pain Points
● Specific problem/s customers
experience at each step
○ Did not meet expectations
○ Did not provide for their needs
● Different users will havedifferent
pain points
 Client Journey Map (60 mins)
Each agency must assign a facilitator, documenter, and presenter.
1. Write the chosen service on Slide 1
2. List all of the steps in the service in Slide 6 (add more rows if necessary)
3. Classify them under one of the types of steps by copying and pasting the
symbols
4. Identify the actions taken by the agency
5. Measure the steps or meters a person travels to complete a step
6. Measure in minutes the amount of time needed for clients and the
agency to complete a step
 Sample Client Journey Map
Time
Descriptions of Steps Type Distance
(mins/hours) Cost Client’s
of Channel (steps/ Pain Points
Client’s Actions Agency’s Actions (Pesos) Emotion
Step meters)
C A
1 Selects option for N/A
new registrants 1 N/A N/A
iRehistro N/A
min

7 N/A N/A
2 Inputs personal N/A N/A
mins
details in online iRehistro
form
3 Selects
N/A N/A 2 N/A N/A
appointment date iRehistro mins

4 Prepare CEF and N/A iRehistro N/A 7 N/A Php

IDs 50 mins
Receive forms
5 Submit biometric 20 meters 90 90 Php
and input iRehistro
information mins mins 200
biometrics